EFFECTIVE MODELS OF HUMAN CAPITAL MANAGEMENT BASED ON DIGITAL TECHNOLOGIES

B a c k g r o u n d . Human capital acquires new properties and acts as a basic resource for the development and transformation of business into a digital format. The purpose of the study is to model a human capital management system based on digital technologies, develop a system that takes into account the specifics of management in the digital economy, as well as form a system of indicators for assessing the effectiveness of human capital and automating personnel management through HRM systems. M e t h o d s . Content analysis of the literature, methods of systemic, conceptual and logical analysis, method of systematization, modeling, analytical grouping, economic and mathematical methods and methods of scientific generalization. R e s u l t s . An effective model of human capital management using digital technologies is proposed, which includes five main blocks: strategic, structural, technological, optimization and evaluation and performance. The strategic block integrates IT solutions into the company's personnel management strategy. The structural block accumulates working conditions, corporate ethics, personnel reserve, digital competencies, etc. The technological block provides conditions and opportunities for using artificial intelligence, digital platforms, blockchain technologies and digital management systems (HRIS, ATS, PMS, LMS). The optimization block provides the model with flexibility to adapt to changes. The evaluation and performance block includes a system for assessing the effectiveness of human capital through indicators that are divided into two groups: indicators of the effectiveness of personnel use and operational control of HR functions; indicators of the level and effectiveness of automation of personnel management through the use of HRM systems. C o n c l u s i o n s . An effective human capital management model has been developed. It provides analysis and management decision-making based on one of the selected strategies (profitability, liquidation, entrepreneurial, anti-crisis, dynamic growth). The advantages of the developed model are that the integration of digital and non-digital practices in the model structure creates more value than their separate use. The study confirms the hypothesis that the development of digital technologies and the implementation of digital strategic management systems create fundamentally new prospects for the formation and development of human capital, which positively affects the efficiency of personnel and the company as a whole.